Going To The Office Is Sooo Pre-COVID

Businesses need to get rid of their flexible working fears if they want to succeed in a post-COVID world. 

The idea of work-life balance is total bulls***. 

At its core, flexibility has been the domain of working mothers trying to juggle going to work and raising children. Either that, or it’s been an engagement tool, granted as a reward for long service, good work, or a recruitment tactic that only pays lip service in order to win Best Employer awards. 

Before COVID-19, flexibility required employees to find ‘balance’ within a predetermined set of rules and accepted behaviours. You can have balance, but not too much. Make sure you’re seen around the office or else you won’t get that promotion! Oooh, you’re not coming in until 11am? I expected better of you, Linda. 

Now, with the entire world having no choice but to work from home, the dirty little secret is out: “balance” is a load of crap, and people can actually still get work done from home, without seeing their colleagues or bosses for months. 

The concept of balance is bulls*** 

Let me explain. In order to benefit from true flexibility as a business, you have to understand that the concept of “balance” is supremely flawed. Balance, by its very definition suggests that something is completely 50/50. If it’s not, then it’s not balanced. The way we speak about balance – a balanced diet, a balanced relationship, work-life balance – insinuates that these things each have equal sides. But: 

No one eats exactly 50% “healthy” food and 50% “unhealthy” food. 

No one’s relationships are 50% in equal favour of each person. 

And no one lives by spending exactly 50% of their time at work, and 50% at home.

Balance is, quite simply, not a thing. Rather, what we’re looking for is harmony. Or a blend. Or whatever jargon you want to use. This is the approach you must come at flexibility with. 

Consider it like this: a single human being has a maximum capacity of 100% to give, and their entire life must be conducted within this 100%. Like a sliding scale, sometimes the marker is all the way up towards “work”, and other times it will swing the other way towards “family”, or “studying” or something outside of their profession. 

This is a more realistic and manageable approach for both people and businesses. Most people don’t have balance over anything in their lives, but they can personally and individually interpret and apply how they conduct a harmonious life or blend of activities, if given the option. And this autonomy over how they achieve the work they’re tasked with is what everyone really wants.

But what about productivity!?

Well, I am so glad you asked. Many employers – especially in more traditional industries and countries with a more traditional work culture – believe flexibility gives people the chance to be lazy. The presenteeism fears reign supreme, and too many leaders still operate with a “bums in seats” outlook, and simply can’t believe that employees can be equally productive if not sat right at their desk all day. (Seriously, give your people a bit more credit!) 

The truth is that the entire premise of our 9-5, eight-hour workdays are a farce and have never really proven to be the only way of doing things. It could even be argued that the “modern” office is ridiculously outdated and still based on the way things were in the 18th Century. Back then, people were required to come together to operate machinery during the Industrial Revolution – the days were long and unforgiving, and productivity required people to be gathered together in one place. Then, in the 1920s, Henry Ford popularized the 40-hour work week, and America eventually legislated it in the 1930s. Even he knew productivity didn’t require 16-hour days. The issue is that since then – nearly 100 years ago – things still haven’t changed.

Except… so much has changed. Where we once relied on the office that housed the technology we needed, we now have these digital tools at home or in our pocket all day (unless, you know, we accidentally leave it at a café or something). 

The good thing about Covid-19 is it has basically proven the way we work to be bulls***, too. Actually, it’s been proven many times before, but COVID made it apparent to everyone. Here’s one study that found workers in the UK only work 3 hours a day at the office anyway, and here’s another saying Singaporean workers only spend 60% of their time on their work duties in the office, too. 

Now the world has flipped, and with the exception of some jobs, many can be done anywhere. Attendance doesn’t matter and people actually prefer working like this. Even at Mutant, when we polled our teams across Singapore and Malaysia recently, we found: 

  • 90% agree / strongly agree that they are as productive when working from home 
  • 87% feel highly motivated to work from home 
  • 68% enjoy the increased flexibility 
  • 77% enjoy not having to commute 
  • 95% say they’re getting enough support from their direct manager remotely 

We’ve seen this in action and it’s worked. It doesn’t mean there aren’t things to work on, though. For example, 46% of our Mutant staff feel isolated from their colleagues and miss working with them, and 32% find it hard to set a clear schedule to get stuff done when working from home. But knowing this is half the battle and it means we can approach our ‘new way of working’ with actual, real, flexibility. 

There might be risks involved for some businesses, sure, but the rewards are high if your workforce is happy and productive. No one’s going to get it 100% right all the time, but work will still get done. People will be happy to have power over their hours. They will feel satisfied that you trust them to get their work done in the best way for them. They will reward you with fantastic work. 

Flexible working doesn’t mean the hard work stops; it simply means the empty pursuit of “balance” is uncovered for what it really is – bulls***. 

We can’t promise “balance”, but we’re fans of harmony and flexibility. Talk to us at hello@mutant.com.sg.

A Beginner’s Guide To Email Marketing

Email marketing is an important channel of communication for brands looking to build relationships with their customers and leads. While target audiences might miss a new update on a brand’s website or social media, an email is delivered straight to their inboxes and can be read at their convenience, which makes it a great tool for sending newsletters and special offers to customers. 

But there are a few things to be aware of to ensure you get the formula right and don’t end up spamming (read: annoying) the people you want to engage with you. 

Step 1: Build a contact list

Before launching an email marketing campaign, you’ll need to develop a contact list with email addresses. This can be compiled from existing customer information or new sources such as a website pop-up or in-store poster encouraging people to subscribe to the email newsletter. Consider local data privacy laws and spam regulations when developing your contact list to ensure you have the right permissions to send promotional emails.

In order to send targeted communications, other than basic information such as names and email addresses, ask for details about people’s interests that are related to your business. This is especially helpful if you have multiple product categories. Tailoring your email content to suit a specific customer segment increases the chances of recipients taking action on the email. At the same time, it reduces the likelihood of the email being perceived as irrelevant and marked as spam, or your contact unsubscribing from the database.

Step 2: Get started with an email marketing software

Once you have your contact list ready, it’s time to set everything up on an email marketing software. There are many out there, including Mailchimp, HubSpot, ActiveCampaign, Marketo and more – choose one based on your needs and budget.

Many email marketing software systems will guide you through the entire process of setting up an effective email campaign. Typical features include:

  • Contact database that stores customer information
  • Signup form that can be used on your website to enrol new email subscribers
  • Email templates for different styles of emails (announcement, event, newsletter, etc.)
  • Content personalisation (e.g. customising the email greeting to include the recipient’s name)
  • Email previews on different devices
  • Email scheduling
  • Reports to track email performance

Step 3: Craft actionable emails

As much as sophisticated software could level up your marketing game with personalisation and automation, don’t neglect your fundamentals: the email itself.

Focus on crafting attention-grabbing emails that encourage action based on your marketing goals. Here are some email best practices to keep your customers engaged with your email marketing campaigns:

  • Use subject lines to stand out and make a good first impression
  • Write concisely so readers can take in key points even when skimming through
  • Focus on your target audience and how the information you’re sharing benefits them
  • Include strong calls to action with links that direct readers to relevant pages
  • Use engaging copy for your call-to-action buttons. For example, instead of “click here” or “sign up now”, try “learn more about [topic]” or “join the fun”
  • Keep the email colours, design and tone of voice on brand so your readers have a consistent brand experience

Step 4: Measure email performance

With so many elements to consider, invest some time in setting up A/B tests to evaluate the performance of various aspects of your email. For instance, running a test on the subject line could help you determine which option garners higher open rates, while running a test on the body could help you pinpoint the ideal placement for the email’s primary call-to-action button. Optimising the email will ensure your efforts achieve the best possible results.

The story doesn’t end when you hit “schedule” or “send”. After the email is delivered, it is crucial to measure its performance in order to make corrections for future campaigns.

Five useful metrics that can help you understand email performance are:

  • Delivery rate
  • Open rate
  • Click-to-open rate
  • Unsubscribe
  • Conversion rate

Email is a key component of an integrated marketing plan, and keeping track of your email performance over time will enable you to identify potential areas for improvement, further refining your strategy to build and strengthen relationships with your customers.

Need help refining your email marketing strategy? You’ve come to the right place — chat to us at hello@mutant.com.sg

How to Build an Authentic, Purpose-Driven Brand

In the midst of the pandemic, brands that operate with the consumer and community in mind are the ones that stand out. Companies everywhere have pulled tone-deaf ads, while some have pivoted their business to develop essential products. 

An underlying purpose of what makes a brand relevant to its customers should be at the core of every brand’s vision and mission. This is particularly true in a crisis where consumers weigh their purchase decisions in this economic climate. 

Why? Because it makes business sense 

Profitability and purpose are not mutually exclusive. Kantar’s Purpose in Asia report found that “90% of consumers want brands to get involved in the issues they care about, meaning that an authentic brand purpose is now an expectation not a bonus”. 

But what’s the harm in not having a purpose? 

Well, according to Accenture, businesses lose up to half their customers, with 17% never coming back to brands that don’t serve a larger purpose. Earning brand loyalty is not as simple as giving away free products or making a one-time donation. 

5 steps to build a purpose-driven brand

Start from your brand DNA

Your brand purpose shouldn’t be disconnected from your core business. You should know how your products and expertise can create an impact on your consumers – and this should be a long-term strategy, rooted in a deep issue or opportunity that’s impactful (such as sustainability, education) or identifying specific communities to champion over the years. 

Pick issues that matter to your community

Listen to what’s being said on the ground. If a brand is not actively listening and refreshing how it’s helping the community, then its well-meaning activations could backfire. 

This is a good way to champion local causes and initiatives, particularly if you’re part of a global team where the broader corporate social responsibility goals may not directly impact your markets or region. Find a local nuance that makes sense for your community. 

Inspire your team

Start inspiring and engaging your own employees. If a brand is only seen as helping the larger community, while ignoring or mistreating their own, there is a huge disconnect. 

Your employees are your brand advocates, and being part of a purpose-driven brand attracts, motivates and retains employees. Outside of being proud of the impact they create, an engaged team could also lend their own creativity and ideas towards giving back to society and further driving your purpose. 

Take action 

Once your brand is ready to take action, don’t forget to continuously engage the benefactors and track your performance over time. 

Take a look at your user journey to see how you can activate your own consumers to drive awareness of the impact your contributions have made. Better yet, rope in your consumers so they also feel like they’re making a difference. 

As an example, Trouble Brewing, a local brewery in Singapore, launched an Adopt-A-Pub initiative that gives 10% of their proceeds to the consumers’ favourite bar, pub or restaurant at no additional cost. All it takes is a click at check-out for folks to give back to the Singapore F&B community. 

Communicate & learn

It’s important for brands to communicate with the right stakeholders on the right platform – and to avoid being called out as self-serving. Remember, you’re not doing good to drive publicity. Instead, when employees, customers and even benefactors spread the word, it’s a lot more impactful than sending out a press release. 

Companies also need to listen for feedback – and tweak their approach to remain relevant. 

At Mutant, we’re proud to help our clients engage and help our communities. Here is an example of how our team in Malaysia activated a much needed initiative within a record timespan.

How Kimberly-Clark Malaysia helped 16,000 families 

Kimberly-Clark, a brand that’s rooted in global social responsibility guidelines, wanted to make a meaningful contribution to help ease the burdens of Malaysians who have been affected by the pandemic. As residents were not allowed to venture past their neighbourhoods, they were reliant on donations for food and essential items. 

Mutant connected with the Federal Territories Ministry to identify communities that would most benefit from 1 million RM worth of essentials including diapers, feminine hygiene products and tissues. Kimberly-Clark was able to coordinate the delivery of the donations within a week, fulfilling the urgent need of the donations.

The Deputy Federal Territories Minister YB Dato’ Sri Dr Santhara Kumar shared a message of thanks to Kimberly-Clark, opening up doors to future collaboration.

If you’re keen on developing a brand purpose, or need help localising a global mandate, we’re here to help. 

Need help with messaging and connecting to the right stakeholders?  Drop us a line at hello@mutant.com.sg anytime – we’re here to help.

Getting It Right When Engaging Influencers

Gone are the days where working with influencers meant sending them a bunch of brand swag and scoring a shout out. Despite what many brands still believe, it goes beyond a snapshot of the influencer posing awkwardly with your newest drop, or writing a caption below an aesthetic pic about how great your product works.

The influencer marketing industry has not only matured, but become increasingly savvy over the years, and I’ve witnessed how influencers have worked to balance growing their reach, established authenticity and hustled for commercial work opportunities – some much more successfully than others. Influencers who manage to find the winning formula of staying relevant and connected with their followers while constantly reinventing themselves have been able to become successful – while those who have failed in this regard not only lost their audience and credibility, but the potential for partnerships. 

On the brand side, new ways of working with influencers have been sprouting up as companies explore how to create productive and mutually beneficial relationships. There is a benefit to working with them – but only if they’re engaged wisely. 

So, how can you make sure you’re working with influencers in the right way for your brand? 

Influencer marketing is both a time and monetary investment 

It’s important to have the right mindset when considering influencer marketing. By now, most marketers know that not every influencer out there is a good fit for their brand. You already know the importance of research to find relevant influencers who are already aligned with your campaign objectives and target audience. 

But one thing that doesn’t get enough attention is the importance of dedicating proper resources towards building an influencer strategy. Grouping influencer marketing under the same bracket as a PR plan means that both resource-heavy units are sharing the same budget, which often results in a half-hearted influencer campaign that reaps little success. 

Giving influencers one-off access to complimentary products is no longer enough – from a consumer perspective, they are not swayed into purchasing based on an Instagram video or post, as it does not look genuine when an influencer raves about something only to never be seen using it again. Beyond this, truly impactful influencers know their worth and the best ways to to engage with their followers meaningfully. Working with influencers effectively has to be an ongoing conversation that is part of a bigger strategy, and it must have the resources required to create quality content. This requires both the time to connect with an influencer and discuss with them how best to work together, as well as a financial investment to compensate the influencer for their work. 

The key here is achieving a good balance – you don’t want to be throwing money and/or products at anyone who is keen to come on board, but you also need to ensure the influencer you work with is genuine and can help you achieve campaign results.  

To do this, here are three things to keep in mind when working with an influencer:

1. Respect their judgement

The process of creating good content with influencers can become more complicated than regular campaigns, so simply paying an influencer will not help you meet your objectives. Instead, you need to work with them to create this content.

Don’t be afraid to give influencers creative control. After all, they got to where they are today because they figured out what their audience wants to see from them. Remember that their authenticity is why they’ve amassed their current following, which makes it important for them to be able to inject their voice and perspective in the campaign.

The key to achieving great creative results is to ensure the overall message is still aligned to your objectives, while giving the influencer room to speak in an organic tone that is natural to their followers. You can do this by setting guidelines and helping them understand how their role contributes towards the campaign goals. 

2. Keep an open mind 

The definition of influencers has broadened – it’s no longer only about numbers when it comes to picking a suitable partner. There are many ways to evaluate the level of influence someone has that goes beyond follower count to include the relationship and interaction they have with their audience. So don’t discount the impact a micro-influencer can have! They have usually built up a specialised following through their criteria of working only with brands they are passionate about to protect their relationship with their audience, so you can definitely count on them to be authentic.

For instance, if you’re looking to raise awareness for an eco-friendly solution that helps to cut down on single-use plastics, definitely think about including micro-influencers who are passionate about sharing ways to reduce waste. 

3. Create a mutually beneficial relationship 

Both the brand and influencer need to acknowledge that the relationship is a two-way street. The influencer is not there to just help you sell your product – they’ll want to grow their own personal brand through this relationship.  

Consider what other benefits you can give the influencer. They want to feel valued and heard, so do consider providing more opportunities for them to feel like a part of your brand. There are various ways you can do this that don’t involve extra costs, such as giving them first dibs to exclusive product launches, event invites or even a personal discount code for their friends and family. This can help them become more than just a one-off campaign partner to become something of a (comparatively) low-cost brand ambassador. When there’s something in the deal for both parties, influencers will be much more inclined to go above and beyond to create something great with you. 

When done right, influencer marketing can help to drive strong results for your marketing campaign – but it is only as effective as you are savvy. Do your research, manage internal expectations, choose your partners with care and keep building those relationships. 

Need more help integrating influencer engagement into your marketing strategy? Drop us a line at hello@mutant.com.sg

How Has PR Evolved Over The Years?

In a fast-paced, content-driven world, audiences are highly discerning and watch  brands’ actions and behaviour with an eagle eye. They sharply observe any and all discrepancies between what brands say and the policies they end up enacting, and are generally much harder to win over as loyal customers. 

With the rise of the digital age, PR has expanded beyond its traditional scope of building goodwill, trust and awareness, and ventured into lead generation and integrated campaigns. 

So what has changed and how should PR professionals be navigating this playing field?

Evolving media landscape

Major newsrooms have undergone several rounds of restructuring in recent years. By shifting the focus from print to digital, most operate on increasingly lean editorial teams. Some publications are folding entirely. For example, Questex Asia shuttered its regional operations, which resulted in the closure of a full suite of key enterprise titles, leaving brands with fewer channels for niche technology stories. Most recently, notable marketing trade publication Mumbrella Asia exited the market after struggling with profitability.

The shrinking media pool means that newsrooms must be extra selective when it comes to shortlisting media pitches – not just because they have to identify a highly curated content fit for readers, but also due to manpower and resource limitations.  

The good news is that readers are adapting to change and are willing to pay for digital subscriptions that are worth the fee. Tech in Asia’s comeback is testament that the implementation of paywalls and subscription models can work – but only if backed by differentiated, quality content, carving out previously under-tapped revenue streams for the digital publication.

Combating fake news

The wide reach of unmoderated channels like social media and messaging apps has brought with them the advent of fake news – articles, videos or posts that masquerade as “news” but are not substantiated by real sources, and are not published by real news sources. 

The good news about fake news is that consumers are increasingly cognizant of misinformation, what it looks like and how it spreads, and are aware of the role they could potentially play in perpetuating it. To assist with media literacy, the Straits Times even has a dedicated column for debunking fake news, which has been especially vital during the COVID-19 crisis. 

Combating fake news is not a fight for the media alone –  it is also the responsibility of PR practitioners to provide the journalists they liaise with with accurate and timely information from brands, and positioning key executives as thought leaders and reliable sources of truth. The onus also lies on PR professionals to counter misinformation proactively and to take a stand against the misrepresentation of facts.

The COVID-19 crisis has seen the proliferation of misinformation tear through frightened consumers and communities — using the right combination of PR and thought leadership during these troubling times is the key to emerging even stronger. Talk to us, we know how:

Embracing digital channels

APAC is one of the world’s most digitally active regions, and people here consume news in diverse ways as a direct consequence of the changing regional and local media landscape.

Digital content enables the easy sharing of media through a variety of channels such as e-newsletters, social media, and groups on messaging platforms. By using these avenues, publications can ensure news reaches their audience quickly and directly. What this means for PR is that brands now have more opportunities to get creative with integrated campaigns, which can amplify the reach of their earned media — publicity gained through sustained publicity efforts — via both paid and owned media channels.

Another popular digital format is the podcast, an audio format that has been steadily gaining momentum due to its packaged formula of convenience and bite-sized content that perfectly complements the busy lives of modern audiences. CNA, Straits Times, Business Times and Tech in Asia are just a few of the media publications that have been quick to leverage this tool to provide their audience with another way to access content.

The appetite for engaging, quality content is bigger than ever, despite smaller newsrooms and tighter editorial teams. This is why PR teams are embracing integrated campaigns that marry traditional public relations with content and digital marketing. If your brand has yet to test the efficacy of content, now is a great time to consider how both content and digital marketing can complement your broader communications strategy to maximise audience outreach efforts. 

Need help pivoting your PR strategy, or simply want to understand the modern PR landscape better? You’ve come to the right place — drop us a note at hello@mutant.com.sg

What’s in a Name? How to Differentiate Between Types of Content

It happens all too often – a client says they want a blog, but when a blog is delivered, they ask why it’s so short, or why the tone is so casual. Or, they say they want an op-ed that can be pitched to a top-tier industry publication, and then don’t understand why their company’s newest product isn’t specifically mentioned or detailed in the piece.

While it’s wonderful that this client knows content will help them boost their brand and generate leads, if they don’t understand the difference between types of content, things will be frustrating for both the content team and the client. Because, unlike a rose, an op-ed by any other name is an entirely different piece of content.

When communicating with the content team you’re working with, it’s vital that you are on the same page when it comes to the types of content they are producing for you – otherwise lots of time, energy and effort will be wasted. This is because different types of content are geared for different audiences and are meant to reach different goals.

For example, if you’re hoping to increase your CEO’s profile, a social media campaign is likely not the answer – thought leadership articles are. Likewise, if you’re launching a new report and want to extend the coverage of all that data you analysed, you’ll need more than press releases – you’ll want op-eds, blog posts and maybe an infographic or two.

If all of this has your head spinning, don’t worry – we’re here to help dispel the confusion surrounding different types of content. So let’s dive in, shall we?

Social Media Copy, Explained


Oh look, a Facebook post.

Pithy, punchy and to-the-point, social media calls for short-form copy (Sometimes, extremely short-form. A tweet, for example, is a maximum of 280 characters that is attention-grabbing, informative and creative (yes, emoji are completely acceptable and hashtags are a must – they help with discovery). It should be written in your brand’s voice and have a personality that resonates with your audience. 

Though there are several different types of social media platforms today, the platforms most often used for business are Facebook, Instagram, Twitter and LinkedIn. While similar messaging can be pushed out via Facebook, Instagram and Twitter, LinkedIn is a professional network that is better suited. for business goals such as brand or product awareness and communicating employer brand messaging,

Getting the tone right for each platform is an important part of crafting social media copy, so understanding how different platforms operate and which platforms your audience prefers or frequents is crucial. After all, if your target demographic spends most of their time scrolling Instagram and you’re only on Facebook, you’re missing a huge opportunity to speak directly to and engage directly with them.

Thought Leadership Posts and Articles, Explained

When it comes to thought leadership, LinkedIn is the platform you want. Your company’s executives likely all already have LinkedIn profiles in order to network and keep up with industry news. And since the platform caters to professionals, it’s the perfect place to share thoughts on the state of the industry, general business news and the thought process behind your company’s latest developments.

There are a couple different ways to publish thought leadership on LinkedIn: the first is through a post. This is short-form content – anywhere from a line or two to a paragraph – where a professional shares a quick thought about a relevant business topic or a news article they link. Though quick and efficient, these posts do provide insider insights and help to build a personal brand.

The second option is to write and share an original article on LinkedIn. This option allows more freedom and space for an executive to really delve into a topic through a longer-form piece – usually around 400–700 words – providing followers, connections and other professionals a look into their thoughts about a particular event, industry trend or piece of global news. 

In addition to positioning executives as experienced, authoritative, thoughtful leaders with a unique perspective, these pieces could also lead to greater networking opportunities, speaking engagements or even business partnerships.

Blogs, Explained

Behold, a blog post.

The goal of blogs is to communicate your company’s messaging, be it reiterating your vision, launching a new product or report, providing updates to your customers, or releasing a statement in times of crisis. These pieces are where you can not just promote your company and your products, but explain them in-depth and provide behind-the-scenes information or looks at innovation.

Often, blogs and social media work hand-in-hand: you can use your social media pages to promote new blog posts by giving readers a quick taste of what’s to come in the blog and enticing them to click the link and go to your website. 

Op-Eds, Explained

When it comes to pitching articles to the media, it’s generally an op-ed – short for ”opposite the editorial page” (if you want to invite us to be on your pub quiz team, we understand) – that you want to pitch. These should be thought of as thought leadership pieces because an op-ed will include a company spokesperson or executive’s name as the author and will be written in their voice, from their perspective.

But unlike writing for a company blog or for LinkedIn, an op-ed that is pitched to a publication should be long-form – usually 600–1,000 words, depending on their guidelines – and should communicate your company’s vision or leader’s thoughts without specifically selling the company or its products/services. 

This is an important distinction to make, and one that is easy to misunderstand. The reason why the company’s vision or product cannot be specifically detailed or mentioned is that if it is, the publication will consider the piece as an advertorial,  which is, at the end of the day, an ad. And you have to pay for ads.

Op-eds, however, do not cost your company anything if they are accepted to publication and they can not only boost brand reputation and brand awareness, but will establish your business and leaders as a trusted voice in your sector.

Infographics, Explained

A combination of copy and design, infographics help to tell a story or explain events or systems visually. These can be very effective when communicating complicated ideas that are often difficult or confusing to explain with only copy, and are great to share online on any platform.

If you’re unsure about what type of designed content it is that you want, that is completely fine – feel free to provide examples of designed content you like and the content team can help you figure out what will work best for you.

Hopefully this content primer helped shed some light on how different pieces of content operate. However, if the event you head into your next meeting with your content team and you can’t remember the difference between a blog and an op-ed, don’t tell your agency you want five blogs and five articles, hoping they’ll figure out exactly what articles mean to you. Instead, explain your business goals – your content team should be able to help you narrow down what will work best for you. 

Unsure what type of content works best for your brand? The Mutant content team is here for you. Send us an email to hello@mutant.com.sg